Out of Home - May/June 2014 - 16

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disadvantage that the consumer may be
required to download software to read
the Qr pattern, and their physical action
is required to take a photo of the symbol
before online site access to the target site is
established.
*	 an electronic outreach from the messaging
device through Near Field Communications
(NFC) involves a signal sent for detection
by the mobile device. the mobile user
is typically required to accept an opt-in
invitation to engage. the disadvantage is
that the NFC feature must be enabled on
the mobile device and the initial range of
the signal is measured in inches, not feet.
*	 iBeacon is similar to NFC, but its use of
Bluetooth low energy technology extends
its range to as much as 40 feet (depending
on circumstances and environment).
However, iBeacon is limited to devices
running apple's ioS 7 operating system and
a limited selection of android phones. (NFC
is available on a large sector of android,
Blackberry and Windows phones.)
*	 "Sonic ping," meanwhile, involves a 19 kHz
tone sent from ordinary speakers (such as

those on a display device) that's inaudible to
humans but detectable by mobile phones
from three feet to 1,000 feet, depending on
speaker volume and microphone sensitivity of
the cell device.
the sonic ping acts like an NFC, Bluetooth or
iBeacon message that establishes the link to the cell
phone. the ping is typically a .wav file that can be
easily included in the playlist of a device through
content management software.
Beyond providing information or promotional
offers, a message display can trigger social-media
engagement. this "earned" media can amplify
and extend the brand through Facebook "likes,"
comments on social media sites or messages sent to
friends and family.

Lyle Bunn is an analyst, advisor and educator in
North America's digital place-based media sector
who has assisted hundreds of organizations to
gain advantage from the medium, and who has
helped to train thousands of professionals. Lyle@
LyleBunn.com

MOBILE
INTEGRATION
contributors
from our

16 | out of home magazine | may | june 2014

display media that can deliver
public-relations or viral-marketing benefits are
very attractive, as these support brand awareness
and transaction commerce goals. Mobile
engagement analytics can also be captured,
which further fuels the media-based relationship.
the benefits of extending the reach of display
messaging into mobile engagement apply to
anyone using it ... giving advertising advantage
to even the smallest and aspirational of brands.
Out of Home - May/June 2014

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